Cracker Barrel Old Country Store Inc. (Lebanon, Tenn.) has hired David Deno as its next CEO, effective Aug. 10. He succeeds Julie Masino, whose three-year tenure included a decision last year to update the chain’s logo, menu and restaurant design — moves that have mainly been rescinded — and, just last week, an agreement to sell its Maple Street Biscuit chain.
As for Deno, Independent Board Chair Carl Berquist said, “He brings decades of experience across the restaurant and retail industries, with a strong track record of leading businesses through growth and a demonstrated commitment to operational excellence, guest experience, and team member engagement. We are confident David is the right leader to continue building on the Cracker Barrel legacy, drive further positive momentum operationally and financially, and create sustainable value for our shareholders.”
David Deno Photo: Courtesy of Cracker Barrel
Said Deno, whose career includes stints at Bloomin’ Brands, Best Buy and Yum! Brands: “Cracker Barrel is a truly iconic American brand, defined by its unique combination of warm country hospitality, timeless appeal and deep connection with guests across generations. I am honored to lead the Cracker Barrel team and look forward to unlocking the full potential of this remarkable brand …”
Masino will remain with the company in an advisory role until Oct. 9. A veteran of Taco Bell, Masino was hired in July 2023. As that time, Cracker Barrel’s then-board chairman lauded Masino’s “track record as an innovator and a leader, together with her strategic thinking and passion for growth, [which] will ensure that Cracker Barrel remains a place where people feel welcomed and cared for like family as we extend our hospitality to an even broader array of guests.”
But her efforts along those lines resulted in a major misstep, when she led an effort to modernize the 660-unit chain’s look, including streamlining its logo – an effort that was subsequently reversed after a storm of protest from the chain’s patrons.